Post #1: Brand Selection

Why L'Oréal?

When it comes to makeup, there are several thoughts going through your head. What brand is the best? What brand has the most affordable products? What brand displays social responsibility?

What brand empowers others?

Beauty is a powerful force that moves us. - L'Oréal

L'Oréal is a pioneer when it comes to beauty. They understand the core customer values, they understand that the standard of beauty varies from one person to the next, from one side of the hemisphere to the other. There isn't one definition of what beauty is. It may be different for you or for your family or even your friends.

They offer goods in the form of makeup or hair-care products under the brand L'Oréal (both), Maybelline (makeup), or Garnier (hair care). They recently branched out into the digital platform, breaking away from the traditional way of buying or trying out makeup: in person and at one of their beauty shops. They offer services such as Makeup Genius, an app where users can apply makeup products virtually and also purchase them in that same instant. Not only does it cater to those whose brand loyalty lies with L'Oréal and its subsidiaries, but it allows potential customers to interacts with what L'Oréal offers any time, anywhere, with a simple touch on their phones.

That is what makes it unique.

I chose L'Oréal because it is a pioneer in the beauty industry. The name is universal, one that you can't simply erase from your mind. Its brand awareness is outstanding, in the likes of Coca-Cola or Hershey's. Perhaps you might not be able to name all of their products, but you are aware that there is a brand named L'Oréal out there. Its innovations are not just in beauty (and its products), but it's also in the way people perceive beauty and are exposed to the world of cosmetics. It's not just solely focusing on how can they maintain brand awareness using traditional marketing; they are adapting to the everchanging world as customers and business move into a more digital platform.

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References used -

Grewal, D., & Levy, M. (2020). Chapter 1. M:Marketing, McGraw Hill Education

Grewal, D., & Levy, M. (2020). Chapter 11. M:Marketing, McGraw Hill Education

Gulin-Merle, M. (2019, October 1). L’Oreal’s digital transformation. Think with Google. https://www.thinkwithgoogle.com/marketing-resources/loreal-mobile-digital-marketing-strategy/

L’Oreal Group : Our Purpose. (2020, January 23). L’Oréal. https://www.loreal.com/en/group/about-loreal/our-purpose/